Ορολογία Μάρκετινγκ στα αγγλικά. (L)

L

Leading indicators Time series that change in the same direction but in advance of company sales.

Learning Changes in an individual’s behavior arising from experience.

Licensing A method of entering a foreign market in which the company enters into an agreement with a licensee in the foreign market, offering the right to use a manufacturing process, trademark, patent, trade secret, or other item of value for a fee or royalty.

Lifestyle A person’s pattern of living as expressed in his or her activities, interests, and opinions.

Line extension Using a successful brand name to introduce additional items in a given product category under the same brand name, such as new flavors, forms, colors, added ingredients, or package sizes.

Local marketing Tailoring brands and promotions to the needs and wants of local customer groups—cities, neighborhoods, and even specific stores.

Ορολογία Μάρκετινγκ στα αγγλικά. (J)

J
Joint ownership A joint venture in which a company joins investors in a foreign market to create a local business in which the company shares joint ownership and control.

Joint venturing Entering foreign markets by joining with foreign companies to produce or market a product or service.

Ορολογία Μάρκετινγκ στα αγγλικά. (I)

I

Idea generation The systematic search for new-product ideas.

Idea screening Screening new-product ideas in order to spot good ideas and drop poor ones as soon as possible.

Income segmentation Dividing a market into different income groups.

Indirect marketing channel Channel containing one or more intermediary levels.

Individual marketing Tailoring products and marketing programs to the needs and preferences of individual customers—also labeled customized marketing, one-to-one marketing, and markets-of-one marketing.

Industrial product Product bought by individuals and organizations for further processing or for use in conducting a business.

Influencers People in an organization’s buying center who affect the buying decision; they often help define specifications and also provide information for evaluating alternatives.

Information search The stage of the buyer decision process in which the consumer is aroused to search for more information; the consumer may simply have heightened attention or may go into active information search.

Inside sales force Inside salespeople who conduct business from their offices via telephone or visits from prospective buyers.

Institutional market Schools, hospitals, nursing homes, prisons, and other institutions that provide goods and services to people in their care.

Integrated direct marketing Direct-marketing campaigns that use multiple vehicles and multiple stages to improve response rates and profits.

Integrated logistics management The logistics concept that emphasizes teamwork, both inside the company and among all the marketing channel organizations, to maximize the performance of the entire distribution system.

Integrated marketing communications (IMC) The concept under which a company carefully integrates and coordinates its many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Intensive distribution Stocking the product in as many outlets as possible.

Interactive marketing Marketing by a service firm that recognizes that perceived service quality depends heavily on the quality of buyer—seller interaction.

Intermarket segmentation Forming segments of consumers who have similar needs and buying behavior even though they are located in different countries.

Internal marketing Marketing by a firm to train and effectively motivate its customer-contact employees and all the supporting service people to work as a team to provide customer satisfaction.

Introduction stage The product life-cycle stage in which the new product is first distributed and made available for purchase.

Ορολογία Μάρκετινγκ στα αγγλικά. (H)

H

Habitual buying behavior Consumer buying behavior in situations characterized by low consumer involvement and few significant perceived brand differences.

Handling objections The step in the selling process in which the salesperson seeks out, clarifies, and overcomes customer objections to buying.

Horizontal marketing system A channel arrangement in which two or more companies at one level join together to follow a new marketing opportunity.

Hybrid marketing channel Multichannel distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments.

Ορολογία Μάρκετινγκ στα αγγλικά. (G)

G

Gatekeepers People in the organization’s buying center who control the flow of information to others.

Gender segmentation Dividing a market into different groups based on sex.

General need description The stage in the business buying process in which the company describes the general characteris¬tics and quantity of a needed item.

Geographic segmentation Dividing a market into different geographical units such as nations, states, regions, counties, cities, or neighborhoods.

Global firm A firm that, by operating in more than one country, gains marketing, production, R&D, and financial advantages in its costs and reputation that are not available to purely domestic competitors.

Gross margin The difference between net sales and cost of goods sold.

Gross sales The total amount that a company charges during a given period of time for merchandise.

Growth-share matrix A portfolio-planning method that evaluates a company’s strategic business units in terms of their market growth rate and relative market share. SBUs are classified as stars, cash cows, question marks, or dogs.

Growth stage The product life-cycle stage in which a product’s sales start climbing quickly.

Ορολογία Μάρκετινγκ στα αγγλικά. (F)

F

Factory outlet Off-price retailing operation that is owned and operated by a manufacturer and that normally carries the manufacturer’s surplus, discontinued, or irregular goods.

Fads Fashions that enter quickly, are adopted with great zeal, peak early, and decline very fast.

Fashion A currently accepted or popular style in a given field.

Fixed costs Costs that do not vary with production or sales level.

Focus group interviewing Personal interviewing that involves inviting six to ten people to gather for a few hours with a trained interviewer to talk about a product, service, or organization. The interviewer “focuses” the group discussion on important issues.

Follow-up The last step in the selling process in which the salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Forecasting The art of estimating future demand by anticipating what buyers are likely to do under a given set of conditions.

Franchise A contractual association between a manufacturer, wholesaler, or service organization (a franchiser) and independent business people (franchisees) who buy the right to own and operate one or more units in the franchise system.

Franchise organization A contractual vertical marketing system in which a channel member, called a franchiser, links several stages in the production-distribution process.

Functional discount A price reduction offered by the seller to trade channel members who perform certain functions such as selling, storing, and record keeping.

Ορολογία Μάρκετινγκ στα αγγλικά. (E)

E

Engel’s laws Differences noted over a century ago by Ernst Engel in how people shift their spending across food, housing, transportation, health care, and other goods and services categories as family income rises.

Environmental management perspective A management perspective in which the firm takes aggressive actions to affect the publics and forces in its marketing environment rather than simply watching and reacting to them.

Environmental sustainability A management approach that involves developing strategies that both sustain the environment and produce profits for the company.

Exchange The act of obtaining a desired object from someone by offering something in return.

Exclusive distribution Giving a limited number of dealers the exclusive right to distribute the company’s products in their territories.

Experience curve (learning curve) The drop in the average per unit production cost that comes with accumulated production experience.

Experimental research The gathering of primary data by selecting matched groups of subjects, giving them different treatments, controlling unrelated factors, and checking for differences in group responses.

Exploratory research Marketing research to gather preliminary information that will help define problems and suggest hypotheses.

Ορολογία Μάρκετινγκ στα αγγλικά. (D)

D Deciders People in the organization’s buying center who have formal or informal power to select or approve the final suppliers.

Decline stage The product life-cycle stage in which a product’s sales decline.

Demand curve A curve that shows the number of units the market will buy in a given time period at different prices that might be charged.

Demands Human wants that are backed by buying power.

De-marketing Marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but only to reduce or shift it.

Demographic segmentation Dividing the market into groups based on demographic variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, and nationality.

Demography The study of human populations in terms of size, density, location, age, gender, race, occupation, and other statistics.

Derived demand Business demand that ultimately comes from (derives from) the demand for consumer goods.

Descriptive research Marketing research to better describe marketing problems, situations, or markets, such as the market potential for a product or the demographics and attitudes of consumers.

Differentiated marketing A market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each.

Direct investment Entering a foreign market by developing foreign-based assembly or manufacturing facilities.

Direct-mail marketing Direct marketing through single mailings that include letters, ads, samples, fold-outs, and other “salespeople with wings” sent to prospects on mailing lists.

Direct marketing Direct communications with carefully targeted individual consumers to obtain an immediate response and cultivate lasting customer relationships.

Direct marketing channel A marketing channel that has no intermediary levels.

Direct-response television marketing Direct marketing via television, including direct-response television advertising or infomercials and home shopping channels.

Discount A straight reduction in price on purchases during a stated period of time.

Discount store A retail institution that sells standard merchandise at lower prices by accepting lower margins and selling higher volume.

Disintermediation The elimination of a layer of intermediaries from a marketing channel or the displacement of traditional resellers by radically new types of intermediaries.

Dissonance-reducing buying behavior Consumer buying behavior in situations characterized by high involvement but few perceived differences among brands.

Distribution channel A set of interdependent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user.

Diversification A strategy for company growth by starting up or acquiring businesses outside the company’s current products and markets.